It's official: United's new livery

As predicted (BTN 22 April), a new livery was unveiled last week for United Airlines but a day early after details were leaked. The company said the new look reflected its “ongoing brand evolution” while staying true to United’s 93-year history.

Chief executive Oscar Munoz said: “As we improve and elevate our customer experience, we are changing the way people think and feel about United, and this branding captures that new spirit.

“Each improvement furthers our effort to elevate and redefine customer service in the sky. This modernised design, especially our iconic globe, enhances the best of United’s image and values while pointing in the direction we intend to go next.”

The new look (below) majors on the colour blue, which the airline says is most identified with it. Three shades – Rhapsody Blue, United Blue and Sky Blue – are used throughout while United, contrary to expectations, is keeping its globe logo on the aircraft tail.

This is to represent the carrier’s route network of 355 destinations in nearly 60 countries. Engine cowlings and wingtips are being painted United Blue and the “swoop” that has proved popular on the Dreamliners will be added to all aircraft in Rhapsody Blue.

www.united.com

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OUR READERS' FINEST WORDS (All times and dates are GMT)

All comments are filtered to exclude any excesses but the Editor does not have to agree with what is being said. 100 words maximum

Allan Schoenherr, Prague, Czech Republic

In contrast to Keith below I am pleased to see the globe remain. After the "merger" most refererences to Continental have disappeared so I see this as a way to preserve at least this part of the old identity. I really like the new livery, I also liked the new LH livery, they are both very clean and I think reflect the touchscreen age.

Keith Wallis, Faversham

How many people in the future I wonder will remember United's "iconic" globe actually came from Continenal. Laying claim to a major part of another airline's logo is about as disingenuous as saying the new colour scheme is part of efforts "to improve and elevate the customer experience". If that were really true all the "customer improvements" that airlines have introduced over the years would see economy class passengers enjoying lie-flat beds and onboard butler service!!

John Davidson, France

Colors and classes: UA's colors are of little importance to me. The way it treats its PAX in various classes does. In particular, at CDG UA once had a concierge service for 1st-class PAX, which was quite nice. Does this still exist? The concierge took you up to the lounge, and then came back to pick you up to get you to the plane (at CDG's terminal 1 with its long walks). UA, or my travel agent, once sold me a RTW ticket in first class. That was quite nice, especially on domestic (US) flights.